Park Hill Estate, Sheffield

Designed by architects Peter and Alison Smithson, Park Hill Estate was built between 1957 and 1961. The ideological concept of building a ‘street in the sky’ with large balconies, where neighbours could socialize and children could play were short-lived. The influence of structural flaws, poor noise insulation and high a crime rate led to the decline of the building and the council being unable to find tenants. It is however now a Grade II listed building and currently being renovated by Urban Splash!

"Your Britian:Fight For It Now" Abram Games 1942

Hand crafted posters with layers of meaning. This portrayal of Finsbury Health Centre was demonstrated to promote the need for a rationalised and standardized health service within poor overcrowded inner city slums. The ideology that the bringing together of scattered health services would cure the ailings of Britain. It’s opening dawned a new era in the British health service and showed a modern post war phoenix rising from the ashes

Carol Sowden


Isotypes – Otto Neurath

Otto Neurath (and a team of graphic designers – primarily Gerd Arntz) tried to create a new educational tool, designed with educational reform in mind. Neurath’s basic ideology was to create a standardised image which would be recognisable in any situation, creating a pictographic language in a society used to alphabetic. A logo to identify objects or professions. Isotype (both an acronym for International System of Typographic Picture Education and the Greek term for ‘the same sign’) only ever really succeeded in the form of charts which was a much clearer method of representing proportions of one thing to another, and in the standardized western road signs (Margaret Calvert and Henrik Kubel).

Parc de La Villette – Bernard Tschumi

Allegorical of social development, the park bases itself with flowing, natural shapes, overlaid (dominated) by appropriated Russian design to create a grid as the central feature of its complex landscape – the use of such powerful shapes and colours here (the buildings are bright red) shows the human influence on the natural landscape. The next layer is made up of geometric circles and triangles which can be considered as the current ‘built civilisation’ which used geometry and all things unnatural.

Patrick Kirk-Smith


This is a photograph from the Gillette advertisement that has recently been on tele, here we see three very famous, successful and wealthy men, and low and behold, they all use Gillette shavers! In this advertising campaign we are led to believe that if we use the same shavers we too shall become wealthy and successful.

Here is another advertising campaign for L’Oreal in which they use Cheryl Cole. In this advert Cheryl tells us: “My hair feels stronger, full of life, replenished with a healthy shine…. It’s got its mojo back,”. This is also accompanied by a statement that is flashed on the screen which informs us that Cheryl’s hair is in fact styled with natural hair extensions…. As Cheryl is portrayed by the public as a down to earth women, with a very ‘normal’ background we are led to believe that by buying this shampoo we will have luscious locks just as the lovely Cheryl, this is very misleading as most of the hair pictured isn’t even hers!

This is a poster from the conservatives campaign posters, here we are expected to believe that by voting conservative, our families will be safe, well looked after and happy. In reality though, how many families all sit down together smiling for breakfast in the morning!?This one is just for fun, I found in on they have some funny ones if anyone wants to take a look 🙂

Gina Stockwell

Ideologies: Propaganda

Propaganda posters, the ideology behind them is a message of influence projected to a community or nation to change the attitude towards some cause or position. There are many examples of the propaganda poster and many were used in the world wars as an efficient communication to the nation.

Soviet propaganda posters

Soviet propaganda posters from Russia, Keep your mouth shut, 1941.

This poster was designed as a message for the nation, as an instruction to keep their mouth’s closed. This was because enemies could be present at anytime and inside information was not to be spoke about or spread to other countries. The woman in the poster, not of any particular importance, but a regular working soviet woman, indicated by the headscarf. Maybe this imagery was used because the soviet folk can easily relate to the woman and take more notice of the communicated message. Another reference to this ideology is Loose lips, sink ships, of the United States.


British propaganda poster by Dudley. S. Cowes, designed for the London community in specific, in World war two. Designed from the Ministry of health evacuation scheme, as an encouragement to leave London because of the dangers of bombing. The soldier is directly informing a young boy in the poster, and the text underneath underlines to exaggerate the word you, so it communicates with the viewer to get the message across that leaving is necessary, because of the health risks involved.

Chinese propaganda poster example, Chairman Mao, gave us a happy life. 1954,  Xin Liliang.

A lovely portrait of the Chairman Mao there in the background on the wall, purposely there to show that he has helped shape the nice life this family have, with a comfortably furnished home, glowing happy faces, and a healthy meal. A workers family of the early 1950’s in China. A statement to show that this can be accomplished with work, and a little help from Chairman Mao!

Shepard Fairey poster for Barack Obama 2008

Shepard Fairey’s Barack Obama presidential race poster for the United States of America. This is a contemporary poster, that resembles a screen print of Barack Obama in the American flag colours of red, white and blue. The word Change, communicates with the viewer to think of the idea behind this word, and what it means to them when linked back to Obama and what he can provide, as change to the country. Arguably it could be change as in the first black man to be the president of the United States, it is open ended for discussion.

Lisa Haith.

Ideologies in Finnish design.

Finnish design has deep roots in the country’s ideologies. These ideologies are formed from the pride that Finnish people possess over its landscapes, diverse animal base, beautiful winter etc. The following piece titled Archipelago, by Sanna Annukka, depicts the islands and typical city architecture of the South-West Finland…

…but more commonly Finnish people are concerned with the national pride that comes out of the country’s forests, lakes and impressive animals that benefit from these surroundings. Call of the Cuckoo is also by Sanna Annukka.

However, our ideologies are also deeply rooted in Finnish mythologies. One example of these is the Shaman, a supernatural of sorts, who knows indian magic and lives in the forest. The following image is of Sanna Annukka’s The Shaman’s Teepee, depicting a Finnish forest and lake, with its typical owl and the Shaman’s hut.

The Shamans use drums to obtain a trance or predict things. The drum is made of an elliptical wooden frame over which a reindeer skin is bound. The skin is usually drawn on with old symbols resembling a form of characters of writing. The following design is by Aino-Maija Metsola for Marimekko, called Noitarumpu (‘Shaman’s drum’).

Elisa Heikkila

Global warming is an argument that many of the public only see one side of. It is an open discussion that the ideas of it all are created by the government which have lead to many advertisments and campaigns to stop it. This could be suggested that it is just another way for the government to have another element of control over people. The main worry about it is that the whole earth is slowly getting warmer and warmer which will result in the north and south pole ice caps all melting causing major floods all over the world.
Many scientists have made investigations and experiments to show that it is not the people as such that are to blame for global warming but it is infact a natural occurance that happens every millions of years to our planet.
The images I have shown here are all about raising awareness about the reality of global warming and what will happen if we don’t contribute to stopping it.
(Copy and paste arn’t working and neither is the log on so I will just leave links to the images)

This an advertisement from the agency Oglivy and Mather, it was for a campaign that wanted to grab the public’s attention towards global warming. It shows what cities would look like after the floods. I don’t think the water would be that clear though.

These shoes were designed by Paul Schietakat in 2006. They are quite a light-hearted view on global warming but they do bring awareness about it. They could also cross over in a ‘femininity’ discussion as they obviously just for women and maybe how they are perceived within fashion.

This is a simple little painting by Michael V. Lynne Fine, again showing a city under water.

This is a poster by UTAS, telling people to switch off electrical items so to use less power therefore lessening the destruction towards global warming. Scientists have proved though that these items don’t actually make much difference and it’s actually better to sometimes leave these things on as it takes more power to switch them off.

Katie Broadley

Ideology in Architecture.

Haus-Rucker-co, Pneumacosm, 1968

Pneumacosm was the founding project of Viennese group Haus-Rucker-Co, and was envisaged by members Günter Zamp Kelp and Manfred Ortner as a living space that delivered the inhabitants to the ‘heart of the city’, hence the inclusion of a transparent outer skin. Like a light bulb, the inflatable home is designed to be a ‘plug and play’ environment, in which it comprises a main living area with smaller spaces dedicated to specified functions. The ‘ideal’ lies in the notion of on-demand housing whereby a tower is erected, then functional spaces are created to order; allowing for a more efficient, more practical, and more appealing use of space. In reality however, it appears there is a major loss of privacy, and a somewhat restrictive creativity to its kit-form interior.

Arata Isozaki, Clusters in the Air, 1960-62

Much in the same sense as Haus-Rucker-Co’s Pneumacosm, Isozaki sought to create on-demand functional spaces, more importantly though he developed the preconceptions of a traditional city. Clusters in the Air was just one proposition for the redevelopment of Shinjuku, however, he suggested that a city could be constructed vertically (then continuing to propagate the structure by expanding horizontally), opposing the standard nomadic land-based city that blankets the earth. The towers here provide basic utilities such as roads, rail, gas, electric etc. The spaces lining these towers could then be filled with units that served the desired purpose. The city itself functions as a Utopia, creating a new land above the existing city that works efficiently and economically to accommodate the needs of a growing world.

Superstudio, The Continuous Monument: On the Rocky Coast, project Perspective, 1969

Superstudio was an Italian group who associated Architecture with other arts, and brought radical and provocative arguments to the fore. Most provocative perhaps are the Histograms of Architecture series and the accompanying images; a series designed to explore the overwhelming effect of inalterable architecture. The ‘Histograms’ are Superstudio’s theoretical representation of a ‘Continuous Monument’, deeper than this though, Superstudio were making a radical attack on the seemingly endless expansion of monotonous architecture that is, theoretically, littering our planet. The Histograms can be rescaled and can represent a variety of functions, but ultimately do not alter in appearance and generally has no connection between it’s design and location. Superstudio developed these ideas to explore ‘Total Urbanisation’, which speaks for itself, but served as an early provocateur  to current issues concerning the preservation of our planet.

Igor Vasilevsky, The Druzhba (Friendship) Sanitarium (Yalta, Ukraine), 1986

The Druzhba is a fine example of soviet architecture, albeit a little late for their ideals. The ‘Sanitarium’ or leisure complex, was constructed in the hills of an already established holiday resort. To enter the building you must cross a bridge, surrounded by a tube of glass, from the hills to the centre of the building. The core of the building is said to consist of a cinema, dance hall, swimming pool, and cafe; the guest rooms surround the perimeter of this central area, all being directed towards the sun and the sea for the perfect view. It is designed with glaringly obvious communist ideals in mind; everyone shares access to the main communal areas, and everyone shares (virtually) the same view. This is an unfaltering example of Soviet construction that aims to be a functional space available to the masses, and I think it’s achieved that goal.

Adam Cluley

This poster is an advertisement for a product that lightens your skin. The man used for the advertisement looks masculine, dominant and very confident. If you look closer he has also got a wedding ring on. The ideology behind this is basically if you use this product to make your skin lighter you will become confident like me and you are also likely to get married. The name of the product also says it all ‘fair and handsome’. If you fair you will be handsome.

The whole design of Barbie has an ideology behind it as it as it gives out a message to young girls that their body should be like that and also gives out a false image to boys that girls should look like that. It ridiculous how small the Barbie’s waist is and how long her legs are. Real women don’t look like this!

This poster for coke has a clear ideology behind it that if you have coke then you are going to be more happy and your face will change from being mierable to happy.

Varsha Chouhan


If an ideology is the aim, principal or way of thinking behind an idea, I would like to discuss the way in which the ideology of sustainability and “green living” is often used as way to sell products.

A bamboo computer. I’m signed up to e-bulletin from an online environmental blog and shop (the fact that the shop exists is probably a misrepresentation of an environmentally friendly image in itself in terms of shipping etc). I was surprised when this item popped up in my inbox, a bamboo computer. I agree that plastic is a negative material in terms the environmental impact of its production and its inability to decompose. However computers are extremely power hungry machines and the concept of a piece of environmently considerate electricity guzzling hardware seems oxymoronic to say the least. I think the main selling point of this product is the aesthetic and tactile appeal of the bamboo. Being able to call itself green is just a bonus.

This is a new housing development that cropped up recently in my non-adventurous hometown of Chippenham. You can see by the use of wood panels and pastel colours they have gone for the modern green living appearance. But under the quirky roof lines this is just a set of dressed up bog standard homes with the odd solar panel on. From what I have heard the developers put just enough sustainability in to shout about it in their brochures but the homes themselves don’t deliver. The location of them is interesting. They are next door to the train station making them perfect pads for commuters to London or Bristol: people who will probably not stay in one place for too long. This target market is reflected in the way the buildings have aged. Two years on the wood is looking pale and shabby and the white walls are stained. Instead of making a real go at it and investing in sustainable homes for the future, these houses are evidence of how a sustainable ideology has become a fashion trend and misrepresented.

The country went mad for this bag designed by Anya Hindmarch in 2007. People are using shoppers like this a lot more now, showing the high profile media attention the design received could have contributed to promoting the advantages of saying no to carrier bags for the environment. However the fact that the bag became a must have fashion item so quickly does raise questions as to why people wanted it so much. Was it because they were passionate about the environment? Or was it because Kate Moss had one. This is just a good example of how being seen to be environmentally minded is a fashionable thing, whether you truthfully are or not. This may be due to the fact that people recognize that behavior such as recycling and buying fairtrade are now respectable things to do. But when you advertise these actions through the clothes that you wear and how you decorate your buildings, I think you have to make sure you actually are.

Claire Selman


4 Responses to Ideologies

  1. joanna says:

    Hmmm surveillance as an ideology for security!

  2. Broadley you should watch Al Gore’s An inconvenient truth, a film documentary on some lovely statistics on Global warming, and how we are all doomed 🙂

  3. Rachael Hewitt says:

    To the modern culture advertising it the most influential ideology.

    As shown above the Cheryl Cole advertisement for L’Oreal is false advertising. We are being told with this short video that our hair will feel stronger, full of life & replenished, when the hair she has in the the video is not her’s it is infact false hair extensions from some poor slave driven middle east woman that has been shaved off against her will to be sold for mere change.
    Ideologies can be misleading, and with todays advertising industry everything is false advertised. We will not look younger if we buy Olay face cream and we will not look like david beckham if we get a pain of Calvin Klien boxers.

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